Client: CiCi's Pizza
Project: Better. Believe It.
Role: Art Direction and Design
Studies had shown that CiCi’s Pizza sales had stagnated, because “value” was about more than just cost. For restaurant guests, value equaled great food at a great price. CiCi’s Pizza needed to restore consumers’ trust that it still delivered on both ends of that promise.
RESTORING FAVORTISM STARTS WITH "BETTER"
Our solution was Better. Believe it., an integrated broadcast and digital campaign aimed towards re-establishing CiCi’s Pizza’s stature as a favorite. This integrated campaign was designed to drive repeat visits for both current and lapsed guests by celebrating CiCi’s Pizza’s decision to meet consumer demand for a better product.
Early social communications gained insight into guest sentiment around CiCi’s Pizza menu items and ingredients.
Digital display advertising extended message frequency, keeping ingredient improvements top of mind.
Social content and communications continued to highlight individual ingredients, making CiCi’s Pizza craveable at mealtime day-parts.
As an additional extension of our evolving partnership, we developed Cicis’ first-ever B2C paid digital initiative. This consumer-centric, always-on, data-learning, multi-channel communications program drove foot traffic and sales volume through dynamic targeting of actionable and interactive ads.
Our integrated paid search, social and display ads were optimized for conversions via dozens of simultaneous targeting tactics.
Our integrated Better. Believe it., campaign helped CiCi’s Pizza achieve a sustained boost in sales where previous campaign efforts had merely provided spikes, setting the table for our successful digital extension of CiCi’s 360 rebrand campaign.
Bridging each of these campaigns and extending beyond, our ongoing digital media program continues to drive higher mobile engagement, leading to higher in-store traffic at CiCi’s 400+ locations nationwide.
STATS
5.6% Increase in Store Revenue
8% Traffic Over 4 Week Period
230K Hyper-local Digital User Conversions
1.1MM Ad Clicks
587MM Brand-building Impressions
30% Display Smartphone CTB Above Industry Average